PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE LAZADA (Studi Kasus Pada Mahasiswa Universitas Katolik Darma Cendika)

DAWUNG, MELITA (2023) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE LAZADA (Studi Kasus Pada Mahasiswa Universitas Katolik Darma Cendika). Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

This research was conducted with the aim of knowing the effect of product quality, price and promotion on the purchasing decision of the Lazada online store for Universitas Katolik Darma Cendika Surabaya. Type of quantitative research. The sample in this study were 75 people who had shopped at the Lazada online store. The sampling technique is purposive sampling, the type of data used is primary data. Data collection method using aquestionnaire. Data analysis in reseach using multiple linear regression techniques along with the coefficient of
determination. The result of the study indicate that there is a positive and significant relationship between product quality, price and promotion variables on purchasing decisions for Lazada online stores.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product quality, price and promotion
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 01:54
Last Modified:	22 Sep 2025 01:54
URI:	https://repositori.ukdc.ac.id/id/eprint/1743

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